When I was a kid, my mother always told my brother and I, if we were honest and told her about the trouble we got into at school, before the administration did, then the punishment would be less severe. I guess this was her way of promoting honesty, and addressing life's failures upfront. Integrity, fairness and honesty have been imbued in me from an early age.
Thus, I must be up front and honest. I fucked up! Well, sort of.
Six years ago when Geri & I conceptualized the Mel, we had more questions than answers. What would it taste like? What would it look like? What exactly would it be? Both of us had our ideas; our desires for the spirit. I mean, you can't go out and buy a fucking bottle at your local grocer. There are only five distilleries in the world that make this shit, and six years ago we knew of only one.
So... we started to create this product in our heads. We wanted an extraordinary spirt. The color had to be golden, like dripping honey. The mouthfeel had to be viscous; rich. The finish had to be distinct. The flavor? It had to be perfect! We had an idea of what it might taste like. Subtitle almond, vanilla and leather from the barrel, distinct honey & light caramel on the palate. All of which are logical and educated guesses based on the raw material, proof, distillation and maturation methods. To be frank, we were fucking guessing, and hoping.
To be clear, Mel is all of those things. And so much more! Where I went wrong was the marketing of the product. This is where ideation and pragmatic application failed to coalesce. Building a company from the ground up takes a lot of time. One facet is the creation of each product line and the strategic marketing initiative behind each product. How do you want the world to perceive your product?
Naturally, I thought "Fuck (this word percolates in my head often), we don't have a rum, and never will, so let's market it as our rum replacement." This is where everything went off rails.
Mel is nothing like a rum. In fact, it is a discredit to the spirit to compare it to anything. It is nothing like anything you have ever tried. It is Mel Vocatus! It is fucking amazing in every way, and to compare this to any other spirit in the world would be a travesty. However, human beings need a frame of reference. Thus, I ran with the hashtag #TheRumOfTheNorth.
It is its own beautiful, delicate and perfect creation of nature, and Geri's brilliant mind. There are no comparative adjectives, descriptors or superlatives to share. You must experience it on your own.
I will leave you with one thought...
"Your foreign dram is about to be replaced by a local."
Bad news? We haven’t written in a while. Good news? It’s because we’ve been busy as fuck. Our reception in Elk Rapids has been fantastic. We have had an incredible amount of repeat local support and I simply cannot say how grateful Nick and I are for this. The hugs, laughter, and business have been seriously appreciated, and we cannot wait to foster these relationships further and have so much fun (hopefully) for years to come. All this overwhelming positivity aside I have a few bitches that need to be vented for the sake of my sanity.
The parking. Holy mother of pearl, if I have to answer the rhetorical question “you guys have a parking problem here you know” one more time my head might explode. Yes, we have shitty parking and I know this might sound crazy, but we happen in fact, without a doubt, to be aware of this. We did after all put some thought into purchasing a commercial building and starting a business there over the last 6 years. We are unfortunately not rich, and therefore couldn’t afford the “perfect” space (actually it totally didn’t exist for our needs), so instead chose to go with a space where the water quality would be the best for our product. That being said… you got into the building to ask the rhetorical question, so clearly you found parking, walked or biked… you got here. We are working on this problem and have had a plan for over a year, however again… we aren’t loaded and don’t have investors so for the time being we are hoping people will continue being creative. Also, shout out to Elk Rapids Physical Therapy and Fischer Insurance for allowing after hours parking at their spaces, you guys are fucking awesome neighbors and we are so lucky to have you! Cheers.
Not Tipping. People… this is 2017 in America, EVERYONE who has not been raised by wolves knows that tipping is a customary process for service industries. If your service was not satisfactory by all means, the tip is optional, and please let us know so this mistake doesn’t happen again and we can apologize… however, I am here all the time making sure things go well… and my employees are fantastic and bust some serious ass (one of them wearing a pedometer put on over 3 miles behind the bar)… given this information I am fairly certain your service was great, and you are in fact just being a cheap ass. Tip your service, or you can fully expect me or Nick to come directly to you and ask for an explanation (which can prove quite embarrassing), because despite being paid well, our employees deserve every penny of their tips, and we support them 100%.
Blatant assholery. We have received a multitude of reviews, most positive (thanks guys we appreciate the love) some critical (thanks also, we can only get better if we know what we could be doing better), and a few downright mean (fuck right off). I feel the need to address the review recently that called our patrons “baboons” and stated that everyone who comes here has “stolen wealth”. This is completely unacceptable, and you sir must truly be a miserable human being. You don’t have to like my product, my service, or my building, but you will respect the other people that choose to. It’s a shame you spent all your time making assumptions and judgments, if you allowed yourself, you might have had a good time with everyone else. By the way, nice work assuming I don’t live here, I’m local asshole, and my husband was born and raised here (and a 3rd generation local business owner in the area). How sad for you, but if you choose to come back I will gladly accept your apology, give you a hug, and hopefully share some laughs.
So that concludes this public service announcement. I hope it was informational and at least mildly entertaining. I hope everyone is having a fantastic and safe holiday and doing their part to keep the local watershed clean (seriously quit pooping in the lake people)… no one likes poop in their whiskey. Cheers and thanks again so much!
Well, we are open for business. Holy moly, what a crazy, wild, sketchy-ass carnival ride it’s been (the kind that you know is going to be a lot of fun, but you might die on). We made it, all limbs intact, only slightly skinnier and more sarcastic than ever.
Jesus. What a ride. I will tell ya’ I never thought it would be this difficult, mentally and physically. Six years ago, when writing the business plan, and the beginning stages of our branding strategy, I never knew how true our mission statement would prove to be. Most notably the last two sentences.
It has been a long and challenging journey for the Ethanology partnership. For years, we have existed as an island. We wore independence like a badge of honor and proudly and accurately stated “Nobody gave us a damn thing.” I don’t think I have appropriately emphasized what a long journey it has been, perhaps too long for two people to handle on their own. Simply stated, we were running on fumes and needed help.
Bewildering as it is to me, help has come to us mostly where it was least expected. People have showed up on their own precious time for the promise of cheap beer and mediocre pizza to clean, assemble, construct, troubleshoot, educate, and support us. Thank you seems incredibly inadequate, but thank you and free hugs are all we have to give out at the moment. Elk Rapids and the surrounding communities have been so accommodating and kind, I am so grateful to have landed here and I cannot wait to give back.
More good things to come, very soon.
Remember that last entry about my first day and how it was borderline magical? Here was an additional post called "day two" that never actually made it to the page because of the following three week event streak from semi-hell that ensued starting the day after.
Here I am again at the new office, it is nearly 5:00 PM and I am trying to quickly write another entry, under slightly different circumstances. I am still listening to the hum of the CIP machine, but now I am hastily eating cheezits out of a beaker as well, as my morning was rather busy and I missed my lunch.
Since 8:00 AM in addition to normal happenings, I have managed a plumbing leak in the bathroom, manually moved 4 very large tanks (shout out to my hand truck!), fixed my centrifugal pump that air locked twice due to my electrician doing some unintentional meddling, hauled 60 gallons of hot highly acidic solution by hand 2 gallons at a time…twice… due to said air lock… sprayed myself in the face accidentally from a dropped hose 3 times, and tipped over $50 worth of sanitation solution and watched it literally go right down the drain. There was proficient use of the F word, and it wasn’t my most shining moment, however, thanks to safety goggles, rubber gloves, and sheer will power, I arrived at 5:00 intact and almost everything got done. At the end of the day, even a semi-crappy day, it is still better than working for someone else, and I am still smiling.
I should have taken my beaker of half eaten cheezits and got on the next plane to Jamaica… mmm rum.
I feel the need to simply arrange the last two weeks into neat points as to not drag this post on to Greek tragedy lengths.
Today is the very first day that I can legally distill in Michigan. Sadly there is nothing tasty coming off the
parrot just yet, as there is a lot of prep work yet to do. However, the important thing is, I now can, and will be very soon producing delicious imbibery to infuse into the masses (or at least those willing to spend some time at the tasting room). The journey has been a seriously harrowing one these last few years, but now the light at the end of the proverbial tunnel is shining on my face, and I could not be more excited.
It’s the first real day at my office, and I am working to speedily write this entry before the end of my CIP cycle. I could not be more thrilled to be so busy, and I am really looking forward to the next six months, fully knowing that commodities like sleeping and eating will probably be at a shortage for me, a small price to feed my soul. I know in my heart this is what I was meant to do, even though when people ask “how does one become a distiller”, I still can’t give them a straight answer. The journey to this point has been a strange and winding one, and days like today when skills I learned in my previous careers as a
dental receptionist, administrative assistant, a waitress, and a nurse ...seemingly unrelated industries... come in to play, I am not surprised as I believe all of these things (even the bad ones) were meant to prepare me for exactly where I am. My sister told me today to “have fun, scientist”. I suppose that’s
what I am now, and as I listen to the hum of my centrifugal pump and the noise of continued construction on the building in the background I can’t help but smile and think, my first day at the office is a good one.
We are so close. Last week we got our final inspection on the production facility from the MLCC (Michigan Liquor Control Commission). The spirit House is almost complete, and it looks amazing. Approximately 80% of the material in the Spirit House is reclaimed from Northern Michigan. 100% of our grain, fruit, herbs and botanicals are derived from Northern Michigan in our spirits, however we settled for a few new items in the tasting room. Toilets? Yes, they are new.
The corrugated metal on the ceiling is from a 1900s chicken coop in Antrim County, the barn wood on the exterior and interior is from Emmet, Grand Traverse, and Antrim counties. The hand hewn and rough-cut barn beams used for the bar and cocktail tables are also from various barns in Emmet, Grand Traverse and Antrim Counties. It is so cool, and we can’t wait to share it with all of you. The spirit house has so much character and soul. Each piece has a story, and a beautiful setting to tell it- and stories are best told over a glass of Ethanolo¿y.
Although the fit and finish of the Spirit House is beautiful and unique, it is not what is important to Geri and I. The setting is secondary. The spirit is primary. How it was made and where the grain, fruit or botanical was sourced- this our focus. It is what is inside the bottle. That is Ethanolo¿y.
With a little luck and cattle prodding to our contractors we should be firing up Tilda (our 500L custom 8 plate copper still) next week. It has been a long journey. Yet, a beautiful one. The 14hr days are becoming normal. Yes, I said working 14hrs a day now seems normal. The work is paying off, and our dream to craft an exemplary spirit sourced from local farms is beginning to come to fruition. We now have a working distillery!
We will see you in May!
It’s been a while. I know. However, Geri and I have been working our asses off. The dream is coming along. Slowly. But coming, nonetheless.
Our society glamorizes the attractive facets of entrepreneurship. The success, artistic expression, creative freedom, and the ability to make your own decisions. Decisions that can ultimately lead to your success, or failure. Decisions that will affect the livelihood of your employees. Your livelihood. Your future.
In the beginning, you are passionately driven to build a life around a simple idea. An idea which is now the mission of Ethanolo¿y. Our mission is to create something we are proud of. Something special. Something exclusive. By crafting each small batch by hand, in-house, in limited quantities, we have the ability to be overtly critical of the product we release. We have the control, and latitude, to take the time necessary to make it right. And when its gone, its gone. There will be no more, until we make more.
We live in a world where there are limitless products in everlasting quantities. There is no speciality. No real value. Mass production has tided the way of a truly handcrafted product. However, executing this vision takes far more energy and attention to detail.
So you want to be an entrepreneur? What you don’t see is the arduous work, sleepless nights, tempestuous discussions and countless setbacks. This shit is tough. In the past six months we have learned a tremendous amount. Shit you can’t read, study or hypothesize. Shit you must experience.
Synonyms for entrepreneur: Sign builder, mason, accountant, general contractor, hydrologist, electrician, plumber, general contractor, painter, marketer, botanist, chemist, biologist, graphic designer, engineer, etc. etc. etc.
In the end, our due diligence, passion, hard work and drive will hopefully bring us to the more attractive facets of entrepreneurship. Until then, we will suit up our Carhartts and get to work.
Many thanks for your support and love… See you in May.
My mother might argue that I was born stubborn and opinionated. Although the bane of her existence, I thank God for these traits as well as my husbands unbridled optimism or we would surely never get this business off the ground. I am reasonably certain now that in order to be an entrepreneur you must have just a touch of madness.
Many people ask about the business, and being the all-consumed Stockholm syndrome victim I am, I divulge. I can see it almost immediately, the eyes of most listeners glazing over and the repeated look that clearly proclaims “why on earth would you want to put yourself through all that when you could just work a 9-5”. I will plainly admit that my husband and I have on more than one occasion, stuck awake at 3 in the morning, asked ourselves this very question.
For most of us, building a business from the ground up is nothing short of a miracle. For those of us masochistic enough to be interested in building a distillery let me share a few poignant facts.
There you’ve had it, the ugly (and much abbreviated) truth that is starting a distillery. To be fair, it isn’t all bad and in order to dispense with the doom and gloom I feel obligated to share the most important high points of choosing this way of life.
It occurs to me that many of these points will resonate with all start-ups. As you are losing sleep picking out just the right screw to hold up the frame of the structure that no one will ever see, remember that in your insanity you are the very fiber that promotes capitalism and innovation. Given this, I’ll keep losing sleep, working 70 hour work weeks, and smiling at those giving me the glazed over look when I talk about said screws. I will do this because those of us stricken with entrepreneurship have no choice and also because ultimately it is our purpose in life. So cheers to all you sick bastards brave enough to be entrepreneurs, I hope you find your cure in self-made success.
This blog is our journey. Distilled.